Roughly 400 times per day, people around us try to persuade or influence us in their favor. Psychologist Kevin Dutton introduces us to the natural super-persuaders in our midst—advertisers, con men, hostage negotiators, even psychopaths—showing us which simple triggers can make someone trust you immediately; what hidden pathways in the brain lead us to believe something even when we know it's not true; and what we can learn from newborns about winning arguments.

"In this eminently readable book Dutton, avoiding pop-psychology, presents brilliant and highly original advice on how to get someone to do something. A handy skill in courtship, business, science and law but also useful to us in all our daily lives."—V.S. Ramachandran